NEW YORK: Nestlé USA has selected Formulatin, Formula PR's Hispanic-focused sister firm, as the agency partner for its Nestlé Abuelita and Nescafé Café de Olla brands after a competitive review.
It is the first time Nestlé has hired a Hispanic-focused agency for those brands.
Formulatin will work with Nestlé's emerging markets division to raise awareness of Abuelita hot chocolate and Nescafé Café de Olla traditional Mexican coffee among Hispanic consumers.
Nestlé and Formulatin representatives confirmed the partnership but declined to comment further.
Juan Carlos Motta, head of Nestlé's emerging markets division, said in a statement that the company chose Formulatin because of its “creativity and extensive experience in the Hispanic space.”
“This is the first time we have worked with a PR agency for both of these brands, and we're confident we have chosen the right partner to lead our efforts in connecting with the Hispanic consumer in a very meaningful and relevant way,” he added, in a statement.
Nestlé also works with Taylor PR on its Skinny Cow ice cream brand and Lippe Taylor on Nesquick, Coffee Mate, and Nescafe Dulce Gusto.
Formulatin will work on a PR program for both brands that will involve traditional media relations, blogger engagement, social media elements, and sampling events.
Formulatin founder and president Michael Olguin said in a statement: “Winning this account validates our team's strategic approach to Hispanic communication and true understanding of the Hispanic marketplace.”
Formulatin's other clients in the Hispanic marketing space include Tecate beer, Herradura tequila, Napa Auto Parts, and Heineken's Indio beer line. Formulatin worked with Heineken earlier this month to launch a campaign targeting acculturated Hispanic consumers for its Indio beer.
In September 2006, Nestlé appealed to Hispanic-Americans by launching Mexican chocolate bar Carlos V (Quinto) in Southern California. It has also promoted its Nestlé Delicias line to Hispanic consumers.
Correction: Due to an editing error, an earlier version of this story misstated the ownership of the Indio beer brand. The brand is owned and operated by Heineken.